Strategic Marketing Services

Using a structured questionnaire relevant to the situation, the researcher will develop sample groups for comparison, in groups of 5-7 if possible, to determine the level of awareness of a concept (tangible or intangible) using one of two "brand " awareness measurement frameworks. During questionnaire and measurement development, researchers will help the client identify variables to be tested along a spectrum of "thinking" and "feeling" attributes, or whatever else is relevant.

The researcher will engage with the client's team on a marketing process level, map flows of information and assets related to marketing and customer acquisition (including insights and action triggers), then create an information requirements document for each user of the automation system. Using the documented requirements, the researcher will choose several avaiable information or CRM platforms, then review and score each with the client for final selection. If necessary, we will interface with providers to help manage install, setup, test and training, which will include real-time in-situ testing with members of the company's team.

This methodology uses an exploratory, structured-interview approach that evoles into a two-way dialog with the respondent. Using the "Five Whys" and other standard delivery methodologies, we will help clients understand which category and magnitude of opportunity space exists for a proposed offer or set of capabilities. A plan of action is developed with the client for next steps in developing a solution or improvement for customers. Where appropriate, "value analysis" may also be used to outline critical drivers of successful differentation versus competitors.

A trend is an irreversible shift in demand for a social, technological, economic or political factor. Understanding trends is a necessary and critical part of environmental research in strategic planning. Without identifying and framing risk in trends, there is no strategic plan. The researcher will provide instruction to the client team on how to scan for trends. In parallel, our researchers will use scientific, academic, industry and news databases to draft another list of trends. In an onsite session, our researcher will help the team identify the trends that are most relevant to the situation, and rank them as potential risks if necessary.

Using methodologies in Lean Product Development, the facilitator will help the client develop a risk register and plan of action to mitigate risks related to a strategic planning endeavor or high profile project. This body of knowledge spans Market, Technical, Schedule and other categories on a multi-dimensional scoring register. If appropriate and necessary, this exercise serves as an early-stage input to discount expected return in initial modeling of market opportunity.

Our researchers will use well-known subscription based tools (e.g., Semrush, or others) to evaluate the company's existing website in a gap analysis comparing best website practices to the company's basic functional and operating capability on the current website. Recommendations and next-step actions to fix errors and update the website are discussed in meangingful contexts of the company's unique situation. The company may then choose to update the current site; revise the current site; or build a completely new site.

This highly acclerated engagement is meant to help a firm quickly focus on process choke-points, whether they be marketing related or production related. A Lean Six Sigma blackbelt will very quickly help the team visualize its environment, select the channels most relevant to the symptoms, identify root causes, and generate ideas to solve the problems. In most industrial or manufacturing cases, process Cycle Efficiency is affected by a concept called "waste," which is explored during this process, then eliminated systematically via short and long term planning set by the coach.

This highly creative team engagement is for teams of all types (R&D to mature companies) to assemble and generate concepts and new ideas for products, services, process improvements or business models. the engagement progresses, over a period of a few months, using a well-defined methodology from Innovation Engineering body of knowledge known as 4D: Define, Discover, Develop, Deliver. Central to the delivery is a team-based engagement with structured ideation exercises, prescribed specifically for the client's cognitive and business environments. Exercises can span a spectrum of linear/highly technical and structured creativity for exploitation of known-knowns and current capabilities, to more "right-brained" exercises where exploration of "new idea" domains is demandedThe project involves structured team research (assigned with detailed specificity and instructions from the coach), opportunity definition, analysis and prioritiztion, ideation, selection of ideas, and risk management. The project ends with a roadmap of next-steps to develop ideas that "have legs" and a business case. This process uses tools and faciliation techniques from lean methods, outcome-based innovation, and Innovation Engineering. The process is led and coached by a highly trained Innovation Engineering Black Belt with over 100 engagements with industrial, scientific and technical firms.